Marketing Research

by Burns, Alvin C.; Bush, Ronald F.

• ISBN13: 9780130144119
• ISBN10: 0130144118
• Edition: 3rd
• Format: Hardcover
• Copyright: 1999-12-01
• Publisher: Prentice Hall

Summary

Appropriate for introductory undergraduate business and marketing courses in Marketing Research. Constructed around a logical 11-step model or framework for market research activities, the book presents a comprehensive introduction to the basics of market research. This is the only text to integrate SPSS throughoutincludes CD-ROM with SPSS tutorial, SPSS Student Edition for Windows, Student assistant, and data sets.

Table of Contents

Preface	xiv
The Nature of Marketing Research	2	(22)
Marketing	4	(3)
The Marketing Concept	4	(1)
Marketing Strategy	4	(3)
Marketing Research Defined	7	(1)
The Role of Marketing Research: Information to Aid in Decision Making	7	(6)
Characteristics of Marketing Research	13	(2)
Applied or Basic Research?	13	(1)
Sometimes Inaccurate	13	(1)
Shaped by Budget and Time Constraints	14	(1)
Types of Marketing Research Studies	15	(1)
The Marketing Information System	16	(4)
Components of an MIS	16	(4)
The Future of Marketing Research	20	(1)
Summary	20	(1)
Key Terms	21	(1)
Review Questions/Applications	21	(3)
The Industry: Structure, Evaluation, and Ethics	24	(44)
Historical Perspectives of Marketing Research	26	(2)
The Pre-Marketing Research Era	26	(1)
The Early Development Era	26	(1)
The questionnaire Era	27	(1)
The Quantitative Era	27	(1)
The Organizational Acceptance Era	27	(1)
The Technological Era	27	(1)
The Structure of the Marketing Research Industry	28	(14)
Internal Suppliers: How Do They Organize the Research Function?	29	(1)
External Suppliers	30	(12)
How Has the Marketing Research Industry Performed?	42	(2)
Suggested Remedy for the Future: Certification	43	(1)
Ethical Issues Facing the Marketing Research Industry	44	(12)
Systems of Philosophical Belief: Deontology versus Teleology	44	(4)
The Ethical Issues Confronting the Marketing Research Industry	48	(8)
Summary	56	(1)
Key Terms	57	(1)
Review Questions/Applications	57	(5)
Appendix 2: A Career in the Marketing Research Industry	62	(6)
The Marketing Research Process	68	(28)
Steps in the Marketing Research Process	70	(14)
Establish the Need for Marketing Research	72	(2)
Define the Problem	74	(1)
Establish Research Objectives	75	(1)
Determine Research Design	75	(3)
Identify Information Types and Sources	78	(1)
Determine Methods of Accessing Data	79	(1)
Design Data Collection Forms	80	(1)
Determine Sample Plan and Size	80	(1)
Collect Data	81	(1)
Analyze Data	82	(2)
Prepare and Present the Final Research Report	84	(1)
Marketing Research in Action: KFC's ``Family Feast'' Introduction in the United Kingdom	84	(8)
Establish the Need for Marketing Research	84	(1)
Define the Problem	85	(1)
Establish Research Objectives	86	(1)
Determine Research Design	87	(1)
Identify Information Types and Sources	87	(1)
Determine Methods of Accessing Data	87	(1)
Design Data Collection Forms	88	(1)
Determine Sample Plan and Size	88	(1)
Collect Data	88	(1)
Analyze the Data and Prepare the Final Research Report	88	(4)
Summary	92	(1)
Key Terms	93	(1)
Review Questions/Applications	93	(3)
Defining the Problem and Determining Research Objectives	96	(30)
Define the Marketing Manager's Problem	97	(3)
Differences between Managers and Researchers	98	(1)
Guidelines to Resolve Differences between Managers and Researchers	98	(2)
Decide When Marketing Research is Warranted	100	(1)
Define the Marketing Management and Research Problems	100	(9)
Assess the Background of the Company, Product, and Market	102	(1)
Understand the Decision Maker's Circumstances, Objectives, and Resources	102	(1)
Clarify the Symptoms of the Problem	103	(1)
Pinpoint Suspected Causes of the Problem	104	(2)
Specify Actions That May Alleviate the Problem	106	(1)
Speculate on Anticipated Consequences of the Actions	107	(1)
Identify the Manager's Assumptions about the Consequences	108	(1)
Assess the Adequacy of Information on Hand	108	(1)
Putting it all Together: What the Researcher Needs to Define the Marketing Management Problem	109	(1)
Formulate the Marketing Research Problem	110	(4)
Specify Constructs and Operational Definitions	111	(1)
Identify Relationships	112	(1)
Decide on a Model	113	(1)
Specify Marketing Research Objectives	114	(1)
An Example of the Formulation of a Marketing Research Problem	114	(2)
The Formal Research Proposal	116	(2)
Define the Marketing Management Problem	117	(1)
Specify the Research Objectives	117	(1)
Detail the Proposed Research Method	117	(1)
Select a Marketing Research Company	118	(1)
Summary	119	(1)
Key Terms	119	(1)
Review Questions/Applications	120	(3)
Appendix 4: A Marketing Research Proposal for Surgi-Center of New Haven	123	(3)
Research Design	126	(32)
Research Design	129	(1)
The Significance of Research Design	129	(1)
Three Types of Research Designs	129	(11)
Research Design: A Caution	129	(1)
Exploratory Research	130	(1)
Uses of Exploratory Research	131	(1)
Methods of Conducting Exploratory Research	132	(2)
Descriptive Research	134	(1)
Classification of Descriptive Research Studies	134	(5)
Casual Research	139	(1)
Experiments	140	(8)
Experimental Design	141	(1)
After-Only Design	141	(1)
One-Group, Before-After Design	142	(1)
Before-After with Control Group	143	(1)
After-Only with Control Group	144	(1)
How Valid Are Experiments?	145	(1)
Types of Experiments	146	(2)
Test Marketing	148	(5)
Types of Test Markets	148	(2)
Consumer versus Industrial Test Markets	150	(1)
``Lead Country'' Test Markets	150	(1)
Selecting Test Market Cities	150	(1)
Pros and Cons of Test Marketing	150	(3)
Summary	153	(1)
Key Terms	154	(1)
Review Questions/Applications	154	(4)
Secondary Data Sources	158	(32)
Sources of Secondary Data	159	(7)
Databases	162	(4)
Advantages/Disadvantages of Secondary Data	166	(2)
Evaluating Secondary Data	168	(3)
What Was the Purpose of the Study?	168	(1)
Who Collected the Information?	169	(1)
What Information Was Collected?	169	(1)
How Was the Information Obtained?	170	(1)
How Consistent Is the Information with Other Information?	171	(1)
Locating Secondary Data Sources	171	(5)
Key Sources of Secondary Data For Marketers	176	(10)
Census of the Population	177	(3)
North American Industry Classification System (NAICS)	180	(2)
``Survey of Buying Power''	182	(1)
Creating a Customized BPI	183	(3)
Worldwide Availabilty of Secondary Data	186	(1)
Summary	187	(1)
Key Terms	187	(1)
Review Questions/Applications	188	(2)
Syndicated Services	190	(38)
Understanding Syndicated Services	193	(4)
Advantages/Disadvantages of Syndicated Services	197	(1)
Application Areas of Syndicated Data Services	197	(23)
Measuring Consumer Attitudes and Opinion Polls	198	(1)
Defining Market Segments	198	(2)
Conducting Market Tracking	200	(13)
Monitoring Media Usage and Promotion Effectiveness	213	(7)
Single-Source Data	220	(2)
The Future of Syndicated Services	222	(1)
Summary	222	(1)
Key Terms	223	(1)
Review Questions/Applications	224	(4)
Observation, Focus Groups, and Other Qualitative Methods	228	(34)
Qualitative, Quantitative, and Pluralistic Research	230	(2)
Observation Techniques	232	(5)
Types of Observation	232	(3)
Appropriate Conditions for the Use of Observation	235	(1)
Advantages of Observational Data	236	(1)
Limitations of Observational Data	236	(1)
Focus Groups	237	(14)
Some Objectives of Focus Groups	238	(3)
Operational Questions about Focus Groups	241	(3)
The Focus Group Moderator's Role and Responsibilities	244	(1)
Reporting and Use of Focus Group Results	245	(1)
Advantages of Focus Groups	246	(2)
Disadvantages of Focus Groups	248	(2)
The Future of Focus Groups	250	(1)
Other Qualitative Research Techniques	251	(6)
Depth Interviews	251	(1)
Protocol Analysis	252	(1)
Projective Techniques	252	(4)
Physiological Measurement	256	(1)
Summary	257	(1)
Key Terms	258	(1)
Review Questions/Applications	258	(4)
Survey Data Collection Methods	262	(40)
Advantages of Surveys	264	(2)
Standardization	264	(1)
Ease of Administration	264	(1)
Ability to Tap the ``Unseen''	265	(1)
Suitability to Tabulation and Statistical Analysis	265	(1)
Sensitivity to Subgroup Differences	266	(1)
Three Alternative Data Collection Modes	266	(4)
Person-Administered Surveys	268	(1)
Computer-Administered Surveys	268	(1)
Self-Administered Surveys	269	(1)
Descriptions of Representative Data Collection Modes	270	(17)
Person-Administered Interviews	273	(6)
Computer-Administered Interviews	279	(3)
Self-Administered Surveys	282	(5)
Factors Determining the Choice of A Particular Survey Method	287	(9)
Researcher's Resources and Objectives	289	(2)
Respondent Characteristics	291	(4)
Characteristics of Questions Asked by Researchers	295	(1)
Selecting a Survey Mode	296	(1)
Summary	296	(1)
Key Terms	297	(1)
Review Questions/Applications	298	(4)
Measurement in Marketing Research	302	(40)
Basic Question-Response Formats	304	(2)
Open-Ended Response Format Questions	304	(1)
Closed-Ended Response Format Questions	305	(1)
Scaled-Response Questions	306	(1)
Considerations in Choosing a Question-Response Format	306	(3)
Nature of the Property Being Measured	307	(1)
Previous Research Studies	307	(1)
Data Collection Mode	307	(1)
Ability of the Respondent	307	(2)
Scale Level Desired	309	(1)
Basic Concepts in Measurement	309	(1)
Scale Characteristics	310	(2)
Description	310	(1)
Order	310	(1)
Distance	311	(1)
Origin	311	(1)
Levels of Measurement of Scales	312	(3)
Nominal Scales	312	(1)
Ordinal Scales	312	(2)
Interval Scales	314	(1)
Ratio Scales	315	(1)
Why the Measurement Level of a Scale is Important	315	(1)
Scaled-Response Question Forms	316	(13)
The Modified Likert Scale	318	(1)
The Life-Style Inventory	319	(2)
The Semantic Differential Scale	321	(4)
Composite Scales	325	(3)
Issues in the Use of Sensitivity Scales	328	(1)
Other Scaled-Response Question Formats	329	(1)
Reliability of Measuremnts	329	(3)
Test-Retest Reliability	330	(1)
Equivalent Forms Reliability	330	(1)
Split-Half Reliability	331	(1)
How to Develop Reliable Measures	331	(1)
Validity of Measuremnts	332	(4)
Face Validity	333	(1)
Predictive Validity	333	(1)
Convergent Validity	334	(1)
Discriminant Validity	334	(1)
How to Develop Valid Measures	334	(2)
Summary	336	(1)
Key Terms	337	(1)
Review Questions/Applications	337	(5)
Desinging Data Collection Forms	342	(40)
The Functions of a Questionnaire	344	(1)
The Questionnaire Development Process	345	(2)
Developing Questions	347	(10)
The Five ``Shoulds'' of Question Wording	347	(5)
The Eleven ``Should Nots'' of Question Wording	352	(5)
Questionnaire Organization	357	(7)
The Introduction	357	(2)
Typical Question Sequence	359	(5)
Precoding the Questionnaire	364	(2)
Computer-Assisted Questionnaire Design	366	(4)
Features of Computer-Assisted Questionnaire Design Systems	366	(4)
Performing the Pretest of the Questionnaire	370	(1)
Designing Observation Forms	371	(2)
Structuring Observational Studies	371	(1)
Build-Up and Break-Down Approaches	372	(1)
Summary	373	(1)
Key Terms	373	(1)
Review Questions/Applications	374	(8)
Determining the Sample Plan	382	(38)
Basic Concepts in Sample and Sampling	384	(3)
Population	384	(1)
Sample and Sample Unit	385	(1)
Census	386	(1)
Sampling Error	386	(1)
Sample Frame and Sample Frame Error	386	(1)
Reasons for Taking a Sample	387	(1)
Two Basic Sampling Methods: Probability Versus Nonprobability	388	(20)
Probability Sampling Methods	389	(13)
Nonprobability Sampling Methods	402	(6)
Developing a Sample Plan	408	(5)
Define the Relevant Population	408	(1)
Obtain a ``Listing'' of the Population	409	(1)
Design the Sample Plan (Size, Method)	410	(1)
Access the Population	411	(1)
Draw the Sample	411	(2)
Validate the Sample	413	(1)
Resample, If Necessary	413	(1)
Summary	413	(1)
Key Terms	414	(1)
Review Questions/Applications	414	(6)
Determining the Size of a Sample	420	(32)
Methods of Determining Sample Size	423	(13)
Arbitrary Approach	423	(1)
Conventional Approach	424	(1)
Cost Basis Approach	425	(2)
Statistical Analysis Approach	427	(1)
Confidence Interval Approach	427	(6)
The Notion of a Sampling Distribution	433	(3)
Computing Sample Size Using the Confidence Interval Approach	436	(4)
Determing Sample Size Using a Percentage	437	(2)
Determing Sample Size Using a Mean	439	(1)
Practical Considerations in Sample Size Determination	440	(4)
How to Estimate Variability in the Population	440	(2)
How to Determine the Amount of Precision Desired	442	(1)
How to Calculate the Level of Confidence Desired	443	(1)
Special Sample Size Determination Situations	444	(1)
Sampling from Small Populations	444	(1)
Sample Size Using Nonprobability Sampling	445	(1)
Summary	445	(1)
Key Terms	446	(1)
Review Questions/Applications	446	(6)
Data Collection in the Field, Nonresponse Error, and Questionnaire Screening	452	(34)
Nonsampling Error in Marketing Research	454	(1)
Possible Errors in Field Data Collection	454	(8)
International Fieldworker Errors	455	(1)
Unintentional Fieldworker Errors	456	(2)
Intentional Respondent Errors	458	(2)
Unintentional Respondent Errors	460	(2)
Field Data Collection Quality Controls	462	(4)
Control of Intentional Fieldworker Error	462	(1)
Control of Unintentional Fieldworker Error	463	(1)
Control of Intentional Respondent Error	464	(1)
Control of Unintentional Respondent Error	465	(1)
Final Comment on the Control of Data Collection Errors	466	(1)
Nonresponse Error	466	(7)
Refusals to Participate in the Survey	467	(1)
Break-Offs during the Interview	467	(1)
Refusals to Answer Specific Questions (Item Omission)	468	(1)
Measuring Nonresponse Error in Surveys	468	(2)
Completed Interview	470	(3)
Reducing Nonresponse Error	473	(1)
Adjusting Results to Reduce Nonresponse Error	474	(2)
Weighted Averages	475	(1)
Oversampling	475	(1)
Preliminary Questionnaire Screening	476	(3)
Unsystematic and Systematic Checks of Completed Questionnaires	477	(1)
What to Look for in Questionnaire Inspection	477	(2)
Summary	479	(1)
Key Terms	479	(1)
Review Questions/Applications	480	(6)
Basic Data Analysis: Descriptive Statistics	486	(34)
Coding Data and the Data Code Book	488	(1)
Data Reduction	489	(4)
Four Functions of Data Reduction	490	(3)
Types of Statistical Analyses Used in Marketing Research	493	(3)
Descriptive Analysis	494	(1)
Inferential Analysis	494	(1)
Differences Analysis	495	(1)
Associative Analysis	495	(1)
Predictive Analysis	496	(1)
Understanding Data Via Descriptive Analysis	496	(10)
Measures of Central Tendency	498	(1)
Measures of Variability	499	(4)
Other Descriptive Measures	503	(3)
When to Use a Particular Descriptive Measure	506	(2)
Cellular One: Obtaining Descriptive Statistics with SPSS for Windows	508	(5)
Obtaining a Frequency Distribution and the Mode with SPSS for Windows	510	(2)
Finding the Median with SPSS	512	(1)
Finding the Mean, Range, and Standard Deviation with SPSS for Windows	512	(1)
Summary	513	(1)
Key Terms	514	(1)
Review Questions/Applications	514	(6)
Inferring Sample Findings to the Population and Testing for Differences	520	(48)
Statistics Versus Parameters	523	(1)
The Concepts of Inference and Statistical Inference	523	(2)
Parameter Estimation	525	(6)
Sample Statistic	525	(1)
Standard Error	526	(2)
Confidence Intervals	528	(2)
How to Interpret an Estimated Population Mean or Percentage Range	530	(1)
Pampo's Swimwear: How to Obtain a Confidence Interval for a Mean with SPSS for Windows	531	(2)
Hypothesis Testing	533	(8)
Test of the Hypothesized Population Parameter Value	535	(4)
Directional Hypotheses	539	(1)
How to Interpret Hypothesis Testing	540	(1)
How to Use SPSS for Windows to Test a Hypothesis for a Mean	541	(1)
Testing for Significant Differences Between Two Groups	542	(6)
Differences between Percentages or Means with Two Groups (Independent Samples)	542	(4)
Differences between Two Means within the Same Sample (Paired Sample)	546	(1)
Small Sample Sizes: The Use of a t Test	546	(2)
Lipton Packaged Dinners: How to Perform an Independent Samples Significance of Differences Between Means Test with SPSS for Windows	548	(4)
How to Perform a Paired Samples Significance of Differences between Means Test with SPSS for Windows	551	(1)
Testing for Significant Differences in Means Among More Than Two Groups: Analysis of Variance	552	(8)
Basic Logic in Analysis of Variance	552	(2)
The Three Types of Variation in ANOVA	554	(1)
Determining Statistical Significance in ANOVA	554	(1)
An Example of How ANOVA Works	554	(4)
The Computed F Value and F Distribution	558	(1)
Determining Specific Statistically Significant Differences between Group Means	559	(1)
How to Run Analysis of Variance on SPSS for Windows	560	(2)
n-Way ANOVA	561	(1)
n-Way ANOVA with SPSS for Windows	562	(1)
Summary	562	(1)
Key Terms	563	(1)
Review Questions/Applications	563	(5)
Determining and Interpreting Associations between Two Variables	568	(42)
Types of Relationships Between Two Variables	571	(4)
Nonmonotonic Relationships	571	(1)
Monotonic Relationships	572	(2)
Linear Relationships	574	(1)
Curvilinear Relationships	575	(1)
Characterizing Relationships Between Variables	575	(3)
Presence	575	(1)
Direction	576	(1)
Strength of Association	576	(2)
Cross-Tabulations	578	(3)
Chi-Square Analysis	581	(5)
Observed and Expected Frequencies	582	(1)
The Computed χ2 Value	583	(1)
The Chi-Square Distribution	584	(2)
How to Interpret a Chi-Square Result	586	(1)
Michelob Light Beer: Analyzing Cross-Tabulations for Significant Associations by Performing Chi-Square Analysis with SPSS for Windows	586	(5)
Correlation Coefficients and Convariation	591	(3)
Graphing Covariation Using Scatter Diagrams	592	(2)
The Pearson Product Moment Correlation Coefficient	594	(3)
Basic Procedure in Pearson Product Moment Correlation Analysis	595	(2)
Burroughs Corporation: How to Obtain Pearson Product Moment Correlation(s) with SPSS for Windows	597	(2)
Special Considerations in Linear Correlation Procedures	598	(1)
The Rank Order Correlation Coefficient	599	(2)
Spearman Rank Order Correlation and Kendall's Tau Rank Correlation with SPSS for Windows	601	(2)
Concluding Comments on Associative Analyses	603	(1)
Summary	604	(1)
Key Terms	604	(1)
Review Questions/Applications	605	(5)
Predictive Analysis in Marketing Research	610	(36)
Defining Prediction	613	(3)
Two General Approaches to Prediction	614	(1)
How to Determine the ``Goodness'' of Your Predictions	614	(2)
Bivariate Regression Analysis	616	(4)
Basic Procedure in Bivariate Regression Analysis	617	(3)
Burroughs Corporation: Bivariate Regression Output with SPSS for Windows	620	(7)
Testing for Statistical Significance of the Intercept and the Slope	621	(1)
Making a Prediction and Accounting for Error	622	(3)
Two Warnings Regarding Regression Analysis	625	(2)
Multiple Regression Analysis	627	(2)
Basic Assumptions in Multiple Regression	627	(2)
Vitality Pharmaceuticals: Multiple Regression with SPSS for Windows	629	(7)
How to Run Multiple Regression Analysis of SPSS for Windows	629	(3)
Using Results to Make a Prediction	632	(2)
Special Uses of Multiple Regression Analysis	634	(2)
Stepwise Multiple Regression	636	(2)
How to Avoid Multicollinearity in Stepwise Regression	637	(1)
Wendy's: An SPSS Example of Stepwise Multiple Regression	638	(2)
Final Comments on Regression Analysis	640	(1)
Summary	640	(1)
Key Terms	641	(1)
Review Questions/Applications	641	(5)
Presenting the Research Results	646	(31)
Importance of the Research Report	648	(1)
Organization of the Written Report	648	(11)
Front Matter	648	(7)
Body	655	(4)
End Matter	659	(1)
Guidelines and Principles for the Written Report	659	(2)
Form and Format	659	(1)
Style	660	(1)
Guidelines for the Use of Visuals: Tables and Figures	661	(6)
Tables	664	(1)
Pie Charts	665	(1)
Bar Charts	666	(1)
Line Graphs	666	(1)
An Accurate and Ethical Visual	667	(4)
Oral Presentations	671	(1)
Summary	672	(1)
Key Terms	673	(1)
Review Questions/Applications	673	(4)
ENDNOTES	677	(13)
CREDITS	690	(2)
INDEX	692	(1)
Names	692	(1)
Subjects	692